Managing business planning process for mobile business unit by partnering with business, including plan formation, analysis, providing change in plan and key business insights in presentation to business leaders.
• Managing standard cost for mobile business unit, review cost with business in plan cycle and explore cost improvement opportunities. Review includes high-level and flagship products’ cost trend analysis.
• Review product level profitability in business plan cycle and identify products with low profitability. Make recommendations to business on how to improve their profitability and track actual improvement.
• Managing key finance/business presentations (Earnings, month-end, strategic plan etc.) for leadership review.
• Managing budgeting process for direct expense for mobile business unit across 18 cost centers.

Developed Marketing campaign reporting and identified user insights to drive funnel conversion.

Analyzed financial impact of using new pricing logic (set optimal price that maximizes the sum of short-term and long-term profit) to replace traditional pricing method. Developed and conducted strategic financialanalysis on financial impact of using “customer in-stock value” to replace downstream impact as the longterm value (LTV) measurement in new pricing logic.
• Developed economic P&L model to look at long term profitability at business and brand level.
• Created monthly topline forecasting process across business categories and regions.

Analyzed repeat customers and inactive customers’ demographic data, delivery data and product level purchase data, identified key insights on delivery experience difference between the two customer cohorts. Insights were used for Marketing team to re-engage dormant and lapsed customers.
• Analyzed post Covid-19 event customer shopping behavior by new customer, repeat customer, reactivated customer cohorts and member types, including order size built, shopping frequency, cart abandonment rate and delivery slots availability. Presented post vs. pre Covid customer behavior change to the business.

Developed query to obtain bottom of the funnel customer shopping data. Used the data analyzed customers’checkout journey, identified key insights on customers’ dropout behavior from adding product to cart to confirming order. Insights were used to improve page exit rate and conversion rate.
• Analyzed the correlation between product conversion and product ranking data on Sears.com subcategory page and identified key insight that higher product rank produced better conversion rate. Calculated the profitability impact of relisting products on subcategory pages for top 20 search keywords.

Managed financial planning and analysis process for Home Services Repair business, including weekly financial forecasting, annual planning, month-end closing, quarterly risk/opportunity forecast by partnering with business leaders. Presented financial forecasting view to Sr. Director of Finance on weekly basis.
• Conducted strategic financial analysis for Home Services Parts business across all sales channels, including Amazon channel top selling parts product level profitability analysis, Consumer Web/Phone channel Marketing offer profitability analysis, profitability analysis on shipping price increase, profitability analysis on Store channel opening for longer hours, etc.
• Developed new profitability model for Repair business to look at profitability by repair type not location.
• Conducted data analytics to obtain insights on customer returns and customer frequency of purchase.

Managed weekly financial forecasting, month-end closing, quarterly risk and opportunity outlook processes.

Created financial reporting process and Tableau visualization of key metrics to be consumed by leadership